Market Analysis – Aliva

Crackers
Presented By-
Rashmi Maharajan
Thejasvi Krishna
 Snacks and Food Market
Indian snacks and biscuit market
valued at $3 billion.
Snacks market growing at 20 percent
per year in branded sector.
Un-branded sector growing at 8
percent per year.
Un-branded sector has a slightly
higher market share.
 Aliva Crackers

Aliva is a baked snack made with wheat and

lentil.
Product positioned between biscuits and
namkeens.
Available in 4 different flavors.
Biggest innovation from Frito Lay after
Kurkure.
Marketed as a health product targeting young
couples.
 Strength Weakness

 Reputed brand  High price in comparison

with competitors
 Innovative  Kurkure and Lays
packaging
competing in same market
segment
 Health product  Penetration into
unorganized retail outlets
4 different flavors weak
 Penetration into rural and
suburban segments weak

SWOT Analysis
 Opportunity Threat

 Use the success of Kurkure  Import of snack food from

and Lays US increase 10 folds in 6
 Severely under penetrated years
Indian snacks market in  Competitors like Parle and
terms of consumption ITC have lower price tags
 Economic growth to help  Unbranded food sector,
market grow having larger market share
 Rural and suburban poses a threat; especially in
segments severely under rural and suburban areas
penetrated

SWOT Analysis
 Product
 Healthy snack available in
4 flavors
 Timeand money spent on
innovative packing
Marketing Mix
Price
 Rs.14in urban region and
Rs.12 in rural segments for
60 grams pack
 High pricing is attributed to
health benefits and quality
on offer
 Place Promotion

 Existingdistribution  500 crores spent on

networks of Kurkure to be advertisement
leveraged
 Targeting young urban
 Introduced in top 100 towns couples
and targeting to reach 1
million consumers soon  360 degree market planning

Marketing Mix
Suggestions on Marketing Mix
Target college students and joint families
Consider reduction in price to adhere to
price sensitive Indian consumers
Target the unorganized retail outlets
where the product sells the fastest
Target the rural and suburban segments
Release product in different sizes
Conclusion
Biggestinnovation from Frito Lay after
Kurkure in 1999

Markets moving very fast towards health

conscious products

Marketers should continuously innovate

to thrive in business
Thank You